The tourism industry is slowly waking up to solo travelers’ needs
More and more travelers want the freedom of going it alone, but with connections and activities with other people.
Solo travel is on the rise, and the tourism industry is starting to pay attention. Searches for "solo travel" reached an all-time high in 2026, with queries for "women solo travel" hitting a 15-year peak. Hilton's 2026 trends report revealed that 26% of travelers plan to journey alone this year, and nearly half intend to add solo days to a family trip.
The accommodation sector typically treats double occupancy as the standard unit of consumption, which often leads to a "single supplement" charge for travelers traveling without a partner. This practice penalizes solo travelers for not using half of a room they aren't occupying.
The rise of solo living is evident in demographics, with a significant portion of Americans living alone. However, what drives solo travel is more nuanced. While demographics play a role, they don't fully explain the trend. Some living alone were formerly married couples, and many single individuals travel with friends, siblings, or parents. The core issue is the outdated assumption that every adult arrives with a plus-one. This assumption is weakening at home and intersecting with booking platforms.
The travel industry has been responding by reducing the single supplement. For instance, tour operator Tauck has waived the single supplement on some European river cruise departures and reduced it on others. Aurora Expeditions sets aside dedicated solo cabins with no single supplement across its ships. Norwegian Cruise Line introduced Studio staterooms in 2010, offering single-occupancy pricing and a reserved lounge for solo travelers. However, these changes often involve relabeling existing rooms rather than redesigning them.
The key difference between pricing adjustments and redesign lies in the customer experience. A purpose-built solo cabin like Yotel's Solo room costs less than a double-occupancy room but doesn't come with the social elements of shared spaces. True designing for one should focus on both privacy and social interaction, recognizing that solo travelers seek control over their experiences while still desiring a sense of community.
Written by urgent.news from The Conversation's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
